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Modern marketing and digital tools (overview)

Modern marketing and digital tools:
A training course about Marketing Future and Trends in the Digital age.

Illustrated by Mohamed T. Almalik

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Modern marketing and digital tools (overview)

  1. 1. Modern Marketing and Digital Tools by Mohamed T. Almalik @mo.almalik
  2. 2. Introduction • Who? • What? • Where? • Why?
  3. 3. Course Content 1. Modern Marketing (over view) 2. Marketing Concepts Vs Digital Concepts. 3. Digital Channels (The Landscape) 4. Analysis, Measurement and Planning. 5. Examples & Guests
  4. 4. Modern Marketing (Overview) by Mohamed T. Almalik @mo.almalik
  5. 5. art + science + marketing
  6. 6. art + science + marketing
  7. 7. art + science + marketing
  8. 8. art + science + marketing What do these cultures value?
  9. 9. art + science + marketing meaning What do these cultures value?
  10. 10. art + science + marketing meaning truth What do these cultures value?
  11. 11. art + science + marketing meaning truth money What do these cultures value?
  12. 12. art + science + marketing meaning truth money What do these cultures value? How often do those things intersect?
  13. 13. art + science + marketing Discovery of knowledge through empirical observation.
  14. 14. Is the universe collapsing or expanding?
  15. 15. Is the universe collapsing or expanding? marketing
  16. 16. or
  17. 17. Marketing is collapsing. Hypothesis #1:
  18. 18. The distance between marketing and customers is collapsing.
  19. 19. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
  20. 20. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
  21. 21. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
  22. 22. • Query search engines • Visit company web site • Read educational content • Follow on Twitter • Visit competitor web sites • Read reviews • Discuss with friends • Check online communities • Comparison shop The ZMOT is a flurry of activity:
  23. 23. Distance between marketing stimulus and customer experience has collapsed to a click.
  24. 24. The distance between customers and each other is collapsing.
  25. 25. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
  26. 26. Source: Brian Solis — http://www.briansolis.com/2012/04/meet-generation-c-the-connected-customer/
  27. 27. The distance between different media and channels is collapsing.
  28. 28. Data Silo is Dead
  29. 29. The timeframes in which marketing decisions are made are collapsing.
  30. 30. “Real-time marketing is the ability [to delight] your audience or customer into engaging with your brand around a shared moment.” Linda Boff, Executive Director Global Brand Marketing GE Digiday, May 2, 2013 — http://www.digiday.com/brands/ges-take-on-real-time-marketing/
  31. 31. Long decision cycles Short decision cycles
  32. 32. Long decision cycles Short decision cycles Short decision cycles can now include important and strategic decisions.
  33. 33. The barriers to entry for potential competitors are collapsing.
  34. 34. Harvard Business Review March 2013, Big-Bang Disruption by Larry Downes and Paul F. Nunes
  35. 35. “Garmin lost 70% of its market capitalization in the two years after navigation apps were introduced; TomTom nearly 85%.” Harvard Business Review March 2013, Big-Bang Disruption by Larry Downes and Paul F. Nunes
  36. 36. Marketing is expanding. Hypothesis #2:
  37. 37. The number of touchpoints with prospects and customers is expanding.
  38. 38. The quantity of content that marketing must produce is expanding.
  39. 39. The Digital Evolution in B2B Marketing report by Corporate Executive Board Company and Google
  40. 40. The number of devices customers use to reach us is expanding.
  41. 41. The number of technologies available to marketers is expanding.
  42. 42. The data generated by these digital touchpoints and technologies are expanding.
  43. 43. The budget allocated to digital marketing is expanding.
  44. 44. Accenture Interactive: Turbulence for the CMO report 2013
  45. 45. The role of marketing in the customer lifecycle is expanding.
  46. 46. The strategic importance of marketing in the C-suite is expanding.
  47. 47. 7X
  48. 48. AdAge, Keeping Time: Why CMO Tenure Has Doubled (May 6, 2013)
  49. 49. or
  50. 50. and
  51. 51. Marketing is both collapsing and expanding along multiple dimensions.
  52. 52. art + science + marketing meaning truth money
  53. 53. art + science + marketing meaning truth money Can these coexist in harmony?
  54. 54. art + science + marketing meaning truth money Can these coexist in harmony? YES
  55. 55. Poetry vs. Physics
  56. 56. Poetry vs. Physics
  57. 57. Marketing can blend art and science together to achieve meaning, truth and money.
  58. 58. Marketing can blend art and science together to achieve meaning, truth and money. Not only is this possible, this is future of business.
  59. 59. Marketing can blend art and science together to achieve meaning, truth and money. Our new generation of customers and employees seek more meaning.
  60. 60. Marketing can blend art and science together to achieve meaning, truth and money. The connected customer ecosystem reveals truth (whether we like it or not).
  61. 61. Marketing can blend art and science together to achieve meaning, truth and money. Of course, we still need to make money.
  62. 62. The future belongs to the hybrids.
  63. 63. Marketer Scientist Storyteller Data analyst Brand champion Experimentalist Experience designer Technologist Change agent Systems thinker
  64. 64. Marketer Scientist Storyteller Data analyst Brand champion Experimentalist Experience designer Technologist Change agent Systems thinker
  65. 65. Tom Fishburne: Brand Storytelling — http://tomfishburne.com/2011/04/brand-storytelling.html
  66. 66. Marketer Scientist Storyteller Data analyst Brand champion Experimentalist Experience designer Technologist Change agent Systems thinker
  67. 67. MIT Sloan Management Review Report: Reimagining the Possible with Data Analytics (Spring 2013)
  68. 68. Marketer Scientist Storyteller Data analyst Brand champion Experimentalist Experience designer Technologist Change agent Systems thinker
  69. 69. – Bob Garfield Editor-at-Large Mediapost Mediapost, May 6, 2013 — http://www.mediapost.com/publications/article/199655/there-is-no-place-to-hide.html “Enforced transparency — your every action and inaction searchable on Google in perpetuity.”
  70. 70. Marketer Scientist Storyteller Data analyst Brand champion Experimentalist Experience designer Technologist Change agent Systems thinker
  71. 71. In 2009, Google ran approximately 12,000 experiments.
  72. 72. In 2009, Google ran approximately 12,000 experiments. Only about 10% of them led to business changes.
  73. 73. David Armano: Unconventional Marketing — http://darmano.typepad.com/logic_emotion/2008/10/unconventional.html
  74. 74. David Armano: Unconventional Marketing — http://darmano.typepad.com/logic_emotion/2008/10/unconventional.html
  75. 75. David Armano: Unconventional Marketing — http://darmano.typepad.com/logic_emotion/2008/10/unconventional.html
  76. 76. Big DataBig Data Big Testing Big Testing Big Experience Big Experience Generate hypotheses Prove cause- and-effect Deliver better experiences
  77. 77. Marketer Scientist Storyteller Data analyst Brand champion Experimentalist Experience designer Technologist Change agent Systems thinker
  78. 78. “Every single customer experience is a brand moment of truth.” Steve Cannon, CEO Mercedes-Benz USA
  79. 79. Customer Analytics Customer Experiences Customer Communications Using analytics and Big Data to understand and measure customer opportunities. Testing and personalization. Social media marketing and two-way marketing communications. Customer communities. Targeting. Delivering remarkable customer experiences at every touchpoint in the customer lifecycle.
  80. 80. Marketer Scientist Storyteller Data analyst Brand champion Experimentalist Experience designer Technologist Change agent Systems thinker
  81. 81. Software has become how marketing sees and touches the world.
  82. 82. Analytics shapes perceptions. Automation guides processes. Optimization hones tactics. Listening directs engagement. Targeting defines segments. CRM structures relationships.
  83. 83. Marketer Scientist Storyteller Data analyst Brand champion Experimentalist Experience designer Technologist Change agent Systems thinker
  84. 84. Accenture Interactive: Turbulence for the CMO report 2013
  85. 85. Accenture Interactive: Turbulence for the CMO report 2013
  86. 86. Accenture Interactive: Turbulence for the CMO report 2013
  87. 87. Marketer Scientist Storyteller Data analyst Brand champion Experimentalist Experience designer Technologist Change agent Systems thinker
  88. 88. A Ferrari is complicated.
  89. 89. A rainforest is complex.
  90. 90. Marketing used to be complicated.
  91. 91. Marketing used to be complicated. Now it is complex.
  92. 92. This is complex.
  93. 93. This is complex.
  94. 94. This is complex.
  95. 95. Waterfall marketing management.
  96. 96. Agile marketing management.
  97. 97. Marketer Scientist Storyteller Data analyst Brand champion Experimentalist Experience designer Technologist Change agent Systems thinker
  98. 98. The marketer scientist: all things in balance.
  99. 99. A collective marketer scientist team.
  100. 100. The future of marketing belongs to the hybrid marketer scientist. Thank you.

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